When non-fashion becomes fashion, what does that mean for luxury houses?
There are thousands of videos populating TikTok that pay tribute to Adidas’ Samba sneakers. The style has been awarded the title of “it-girl shoe” of the season in large part thanks to the subjects of most of these videos, chronicling how Bella Hadid or Hailey Bieber or Kaia Gerber or Kendall Jenner wear theirs.
Within this category of fashion Tik…
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